Ocado's collaboration with Holland & Barrett will introduce over 300 wellness products to its platform from January, marking a significant shift towards catering to health-conscious consumers.

Ocado has announced a significant partnership with Holland & Barrett, focusing on expanding its health and wellness product offerings. This collaboration marks a notable addition to Ocado's platform, as it incorporates over 300 products from the well-known high street retailer, becoming the first mainstream high street brand featured alongside Marks & Spencer (M&S) on the online supermarket's website.

Beginning from 2 January, customers of Ocado will be able to shop for a range of items designed to promote health and wellness. The selection includes vitamins, supplements, a variety of own-brand products, and items related to beauty and sports nutrition. Notable products set to be listed on the Ocado platform are Holland & Barrett Castor Oil, Omega 3 Fish Oil, Pure Cod Liver Oil, Marine Collagen, A-Z Multivitamins, and PE Performance Whey Chocolate.

Amit Chitnis, Ocado's Chief Commercial Officer, elaborated on the initiative, stating, “We already have a great range of health and wellness products – including branded, Ocado Own Brand and of course M&S – but with many customers looking for even more choice in this area, we are delighted to now add Holland & Barrett, a specialist in this space and a well-respected and trusted high street retailer." He added that the collaboration aims to provide a comprehensive shopping experience, allowing customers to conveniently order everything from everyday groceries to specialised wellness products, “from apples to ashwagandha".

Guy Farmer, the Commercial Trading Director for Holland & Barrett in the UK and Ireland, expressed enthusiasm for the partnership, calling it “an exciting moment for our business as we look to make health and wellness a way of life for everyone, adding quality years to life". Farmer further indicated that this partnership is seen as a strategic step in Holland & Barrett's transformation strategy, which aims to make the company the preferred choice for customers seeking wellness products and solutions.

This collaboration highlights the increasing trend within the UK grocery retail sector towards enhancing product offerings in response to consumer demand for healthier lifestyle choices. Major retailers, including Lidl, Aldi, Asda, Morrisons, Waitrose, and Sainsbury's, have also been adjusting their business strategies to cater to evolving consumer preferences, particularly in health-related products and services.

As grocery retailers adapt to this changing landscape, partnerships such as that between Ocado and Holland & Barrett may shape the future of online grocery shopping, expanding the options available to health-conscious consumers across the UK.

Holland and Barrett won Gold for their Gluten Free Broth Mix - meet our full list of winners here: 2024 Quality Food Awards Winners.